The Official App Store Optimization Conference 2019 New York Recap + Presentations

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It’s been more than a month after the App Store Optimization Conference in New York and it’s time for an official content recap. This article will give a brief overview of each session with the relevant links to their presentations.

Session #1: State of the App Economy

Presented by Eric Seufert, Owner, Heracles Media

There are three credible risks to the mobile app economy that mobile advertisers and developers need to be conscious of when strategizing for the future: Advertising ID deprecation, regulation, and anti-competitive platform behavior.

Main content covered:

Advertising spend shift to mobile

The modern mobile marketing stack

Three modern risks for the mobile app economy

Session #2: Preparing for a Global App Launch, Game Perspective

This case study covering the global launch of the latest addition to the King portfolio, Candy Crush Friends. Coming from an ASO perspective, it offfers details on all the different aspects that need to be considered, including search strategy, franchise framework, brand positioning, and more.

The keynote explains how standardizing products and communications may save on costs and lead to a single brand identity, but taking this path could also mean that you are missing out on a lot of growth and millions.

It’s not always easy to understand the performance of metadata updates at first, since there are various confounding factors. However, Luca presented his tool — Sherlock, the ASO Inspector which helps to build reports around conversion, downloads, update impact analysis, seasonality and uplift.

Main content covered:

ASO updates

Confounding factors

Sherlock

Session #5: ASO Nightmares

Moderated by Brandy Wince, Senior Product Marketing Manager, Adobe.

Matias Honorato, Growth Manager, Tally

Dor Alaluf, Organic Growth manager, Playtika

Dora Trostanetsky, Senior Manager, Growth & Optimization, Soundcloud

George Natsvlishvili, Head of Organic Growth, Glovo

The panelists shared their stories of how algorithm changes flushed performance down the drain, of how certain experiments just didn’t win, or of how another lowly, poorly-rated app overtook the panelists’ apps in the rankings.

The presentation explained how to build systematic processes around testing including a new step of CRO loop — prioritization. Working like this helps you build sustainable growth within your app and enables you to make smart decisions that will ultimately benefit you and your app in the future.

Session #8: What You Need to Know About Organic Uplift

The session explained how to calculate and interpret the organic uplift for business applications by having an organized approach. Such suggestions are certainly best practice in order for sustainable mobile growth.

Session #10: How to Leverage Apple Search Ads and Keyword Ranking Tools to Automate Building the Optimal Keyword Set

In Andrea’s keynotes, he walked the audience through how to set up an Apple Search Ads campaign according to his experience. He also explained that there are two parameters that maximize the optimal keyword set: volume & conversion.

Main content covered:

Apple Search Ads walkthrough

Advanced tactics and campaign management

Case studies and examples

Session #11: Beyond a new brand: how we did the full SkyScanner rebranding on stores

Session #12: Building A Modern ASO Report

In this session, the speakers explained that the modern ASO reporting shouldn’t include only keywords and downloads but it should also include the nature of visibility and monitor organic uplift. This leads to a more complete overall picture best suited for modern ASO best practices.

Mirela shared the insights of how she used App Store Ratings to increase the discoverability of the app on the marketplace. It is now forecasted to hit more than 5 million apps by 2020, certainly supporting her strategy.